Conversion-led growth for a wellness e-commerce brand
The context
A wellness e-commerce brand was launching new products at high frequency.
Dozens of SKUs, frequent drops, and constant pressure to give every product equal visibility.
Despite steady traffic, repeat purchases were flattening. Customers struggled to recognise what truly mattered and hero products were slowly losing momentum.
One insight stood out: a specific supplement blend consistently outperformed the rest.
Not because it was new, but because it was built on a proven bestseller
My approach
The problem wasn’t product quality or demand.
It was overexposure without hierarchy.
When every product gets the spotlight:
Hero products lose recognition
Repeat buyers lose clarity
Purchase behaviour weakens
The strategy shifted from “always launching” to reinforcing buying habits.
Clear criteria were defined to decide what deserved repeated visibility:
Seasonal relevance that naturally creates urgency
Stock levels aligned with campaign reach
Past purchase behaviour triggering repeat orders
Products that increase loyalty and return rate
Growth wasn’t about feeding the algorithm — it was about strengthening recognition and confidence.
What we did
Identified hero products based on historical performance and repeat purchase data
Prioritised repeated exposure for proven blends instead of constant rotation
Curated new product launches around existing buying behaviour
Aligned campaign timing with seasonality and stock depth
Shifted messaging from “new” to “recognisable and trusted”
New products supported the ecosystem, they didn’t compete with it.
The results
→ Clearer hero product recognition across repeat campaigns
→ Stronger repeat purchase signals and return behaviour
→ Reduced dilution from constant product rotation